She took a deep breath and tapped the button to go live. The notification "S_y Poonam Live" flashed across the screens of thousands of followers.

Poonam stood in the center of her small apartment, checking the frame of her smartphone one last time. For months, she had built a following on social media by sharing her journey as a fitness enthusiast and amateur fashion designer. Today was her biggest milestone yet: the launch of her handmade summer collection.

Halfway through the broadcast, a prominent fashion influencer joined the chat and pinned a comment: This is the most original work I’ve seen all season.